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CRICOS Provider Code 00301J
Curtin University
MKTG2003
Marketing for Tourism, Hospitality & Events
Written Assignment (Individual)
Quick Guide
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Written assignment (Individual)
? Write 2,500 (+/-10%) words essay on any of the following topics in the context of tourism, hospitality or events using relevant examples.
? Format your discussion as follows: 1.5 spacing; Times New Roman 12 font size; 2.5 cm margins on all sides.
? A minimum of 10 (ten) peer reviewed academic references should be consulted, cited and referenced.
? Use Chicago 17th B Author-Date Referencing guide available from the Library web page (https://libguides.library.curtin.edu.au/Chicago).
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Choose from the following 24 topics areas
1. Describe each of the five marketing management orientations and identify which of these appears to be best for society.
2. Successful service companies focus their attention on both their employees and customers. They understand the service profit chain, which links service from profits with employee and customer satisfaction. List and describe the five links that make up the service profit chain.
3. Resolving customer complaints can sometimes be a difficult scenario in the hospitality industry. Service quality will always vary, depending on the interactions between employees and customers. Problems inevitably will occur. As the manager of a high volume establishment what measures will you take to resolve customer complaints?
4. What are the differences between a service culture and organizational culture? How can a strong culture help an organization? How would you describe the culture of your place of employment?
5. In regards to developing a marketing approach to human resources management, what is meant by creating jobs that attract good people? Provide examples to support your response.
6. An MIS often consists of three separate components. Describe each of these.
7. Discuss the four basic steps in the marketing research process.
8. Explain the four major segmenting variables for consumer markets.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
9. What factors might make a segment more or less attractive?
10. What is the one major assumption that marketers, who use an undifferentiated marketing strategy, have made as they approach their market?
11. Cultural factors exert a broad and deep influence on consumer behaviour. Describe the differences between a person's culture and subculture.
12. A consumer's behaviour is also influenced by social factors, such as the consumer's small groups, family and social roles and status. Explain the differences among these social factors.
13. Each person's distinct personality influences their buying behaviour. Personality is usually described in terms of traits. What do we mean when we discuss traits? What are some examples of traits, and how do they affect the way people purchase items?
14. Atmosphere is appreciated through the senses. Sensory terms provide descriptions for the atmosphere of a particular set of surroundings. Describe the main sensory channels.
15. Each product will have a life cycle, although its exact shape and length is not known in advance. Briefly explain each step in the product life cycle.
16. Identify and define the internal factors affecting a firm's pricing decisions.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
17. What do we know about a product when we understand its price elasticity? What determines the price elasticity of demand?
18. How do channel members such as travel agents, wholesalers, hotel representatives and other agencies add value
, ,
to a marketing system?
19. What are the five key functions that members of the marketing channel perform to complete transactions and to help fulfil the completed transaction?
20. A company's total marketing communications mix—also called its promotion mix—consists of the specific blend of five different parts. Name and define these parts.
21. Companies are adopting the concept of integrated marketing communications (IMC). Here the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about two things. Identify and discuss what they are.
22. To attract new visitors and to encourage revisits, e-marketers should pay close attention to the seven Cs of effective Web site design. What are these seven Cs?
23. Explain how and why Web communities and social networks have developed on the Internet. How can the hospitality industry use them?
24. One component of the marketing microenvironment are groups both within and external to the company. Who are these major players in a company's microenvironment?
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Overall format of the Essay
Your essay should contain the following sections:
? Introduction - Provide background information about your topic.
? Main body - Discuss your topic in detail based on the available literature searched. You may divide into sections, if needed.
? Conclusion - Summarise what you have discussed in the main body and conclude your discussion.
? References - See the referencing guide recommended for the essay.
? Appendices, if any.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
In-text referencing
? A citation inserted at the appropriate place within the text of the document is called an in-text citation - This usually takes the form of the surname of the author/s, followed by the publication year, (e.g. Jones 2010).
? Where authors of different references have the same family name, include the author’s personal name or initials in the in-text citation i.e. (Anderson, John 2008) or john Anderson (2008).
? If two or more authors are cited at the same point in the text then they are included in the same in-text citation, separated by a semicolon, e.g. (Brown 1991; Smith 2003). They are presented alphabetically by author.
? When directly quoting from another source, quotation marks must be placed around the quote and the relevant page number must be given, e.g. (Sharpe 2005, 27)
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Reference Section
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Marking Guide (Rubrics)
?Issue 12.5%
? Context and purpose 12.5%
? Content development 25.0%
? Evidence-based discussion 25.0%
? Source and evidence 12.5%
? Conclusion 12.5%
? Marking guide (Rubrics) under the ‘Assessment’ tab in Blackboard unit site.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Due Date
? Upload your assignment electronically to Turnitin through Blackboard by 4pm local time on Friday, October 22, 2021.
? Drop a signed hard copy of the assignment in your Tutor's pigeon hole in Bldg. 408, Level 2, School of Management & Marketing.
? Assignments will be marked using the Rubric marking guide available under ‘Assessment’ tab in Blackboard.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Any Questions?
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J
Curtin University
Wishing You All the very best in your studies.
Faculty of Business and Law | School of Management and Marketing
CRICOS Provider Code 00301J